WAHYUDI, ROMADHON (2020) ANALISIS PERSAINGAN SITUS PEMESANAN TIKET MENGGUNAKAN GAME THEORY BEDASARKAN BAURAN PEMASARAN. Undergraduate thesis, UPN VETERAN JAWA TIMUR.
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Abstract
E-commerce in the field of ticket and hotel bookings is increasing in number. So that competition in this business is getting tougher. Traveloka, which is the market leader, is slowly competing with Tiket.com, Pegi-Pegi and Trivago. This causes problems for each site to prepare the best marketing strategy. The research data is sourced from an online questionnaire distributed to users of the four sites studied. There were 116 questionnaires collected and 110 questionnaires which stated that the filling method was correct. The collected data is tested for validity and reliability to determine the extent to which data can be processed. To solve this problem, the game theory method that determines the marketing strategy through the 7P marketing mix is used. The results of this study are able to provide an overview of the advantages and disadvantages of each site. This will provide an optimal strategy in marketing products in accordance with marketing excellence. Traveloka, Tiket.com and Trivago use product-complete strategies to optimize marketing strategies. Pegi-Pegi uses a site speed strategy (process) to optimize its marketing strategy. Keywords: Marketing Mix , Marketing, Game Theory
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Subjects: | T Technology > T Technology (General) > T55.4-60.8 Industrial engineering. Management engineering | ||||||||
| Divisions: | Faculty of Engineering > Departement of Industrial Engineering | ||||||||
| Depositing User: | Lisa nadya irawan | ||||||||
| Date Deposited: | 04 Mar 2024 07:36 | ||||||||
| Last Modified: | 04 Mar 2024 07:36 | ||||||||
| URI: | http://repository.upnjatim.ac.id/id/eprint/21020 |
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